The impact of the pandemic and the inevitable need for savings is making the hard discounter format more and more popular with the Russian consumers. Following the European expansion, hard discounters are also increasing their presence in Russia.
Yummy United is perhaps the only company in the world run by kids. The company produces food products for children, created in accordance with children’s ideas and in close cooperation with children. The idea to involve kids in the development process belongs to the Mildberry founder Oleg Beriev and an expert in food production technologies Roman Glebov, while the Mildberry brand agency made it happen.
ORGANICESCAPE is an investment project whose goal is to attract a limited amount of investors to creating and supporting infrastructure capable of guaranteeing the unique eco balance of the Northern Baikal region. Baikal is one of the treasures of our planet. It is in league of its own in terms of age, amount and traits of its freshwater, variety of natural landscapes, flora and fauna.
This case was supposed to appear a year and a half ago, but it did not appear, because a few months after its launch, owing to the political crisis, the project had lost investment and ceased to exist. In summer 2016, its creator and chief ideologist, Sergey Vykhodtsev, died. In memory of the famous Russian entrepreneur and our long-time partner, we have decided to tell about the most ambitious and, probably, the most inspiring project in his career – Indigo Duty Free.
X5 Retail Group operates Russia’s largest chains of grocery stores and supermarkets: Pyaterochka, Perekrestok and Carousel, which together run over than 11,000 stores across Russia. The Nesvizh baby food plant is a modern high tech company specialising in dairy products. The two companies teamed up with Mildberry to develop and launch the new Sarafanovo brand that the plant and the retail group own together.
The segment of own brand products by supermarket chains is rapidly increasing, but the low price isn’t always enough to compete with already established standalone brand, which are known to consumers. Especially this is true for those products that people tend not to save on – such as products for kids.
An impressive success of Unimilk became a persuasive illustration of an efficient investment into national brands (Prostokvashino, Tyoma and Bio Balance). While Danone and Unimilk finalized the merger, Andrey Beskhmelnitsky, the founder of Unimilk, planned a new break through in dairy industry. This time the entrepreneur focused on Latvia: in 2011 he consolidated the production capacities of several Latvian factories and created the Food Union company.
The Hoff project started with an Austrian chain brand of furniture and household KIKA product supermarkets, which was well known in Austria, the Czech Republic, Hungary, Serbia, Romania and Israel. The unique business-model encompassing the supply of quality furniture and household products from numerous companies emerged a few years ago in Russia and has made quite a name for itself. However, in terms of Russian consumers the clunky name (KIKA) and the visual style, inappropriate for its positioning, made it difficult for the brand to develop on our market. Additionally, the brand offering products of a higher quality and that were priced more than IKEA’s analogues sounded and looked cheaper. We were asked to develop a new brand, which would not contain those problems and could be effectively applied to the currently existing business model.